• Factors influencing Undergraduate Students' Adoption of e-learning During Covid -19: Evidence from Sri Lankan State Universities 

  Kajanthy, S.; Dhanushanthini, A.; Achchuthan, S. (Indian Institute of Management Visakhapatnam, 2021)

  Around the world, e-learning is considered a crucial tool to expand traditional forms of learning and improve effective learning skills. Especially in higher education institutions in Sri Lanka, using e-learning systems ...
• Factors Influencing Adoption of Digital Marketing by the Supermarkets in Sri Lanka 

  Rukshan, A.; Kajanthy, V.; Nik Thompson; Jayamali, M.D.R. (Australasian Conference on Information Systems (ACIS) 2023 Proceedings (hosted on AIS Electronic Library)., 2023)

  Digital marketing is quickly becoming more popular for product sourcing, allowing businesses to engage with customers and gain a competitive edge. In an ever-changing business environment, supermarkets need to create a ...
• Factors Influencing Brand Switching in Mobile Telecommunication: A Gender Comparison at Dialog Axiata PLC. 

  Kajanthy, V.; Jensika, J.L. (Sri Lanka Institute of Marketing (SLIM), 2025)

  The frequent customer brand switching has compelled firms to focus on the factors driving this negative consumer behaviour. This aims to examine the factors influencing brand-switching behaviour, specifically focusing on ...
• Determinants of Entrepreneurial Success of Women-Headed Households (WHHs) in Northern Sri Lanka: Evidence from Kilinochchi District 

  Kajanthy, V. (Federation of Global Tamils, 2025)

  The Sri Lankan Civil War had a significant impact on Kilinochchi District, where 3% of Women-Headed Households (WHHs) were having difficulty surviving. They started their own business as a coping mechanism, yet their efforts ...
• The Effect of Social Media Marketing on Perceived Brand Equity of Fashion Brands in Jaffna District Sri Lanka 

  Dushyenthan, T. (Advances in Social Sciences and Management, 2023)

  Contemporary business environment has been drastically changed due to the market proliferation and media proliferation of online shopping by giving a vital advantage of many more good choices rather than traditional shopping ...
• Usage of Information Communication Technology and Its Effect on Customer Loyalty. The Study Of Banking Industries In Jaffna Srilanka. 

  Dushyenthan, T. (Journal of Marketing and Consumer Research - An Open Access International Journal, 2013)

  Purpose: To inspect the effect of information communication technology (ICT) on customer loyalty. Design/methodology/approach: A questionnaire derived from previous studies and the relevant literature was completed by 200 ...
• Employee Involvement and Its Impact on Employee Empowerment: The Study of Banking Industry in Srilanka Jaffna (A Comparative Study of Private Banks and State Banks) 

  Dushyenthan, T. (Advances in Social Sciences and Management, 2024)

  Purpose :To examine the impact of employee involvement on employee empowerment. design/methodology/approach: A questionnaire derived from previous studies and the relevant Literature was completed by 100 staffs of both ...
• Advertisement and its Effect on Buying Behaviour of Consumers in Jaffna Sri Lanka 

  Dushyenthan, T. (ACADEMICIA: An International Multidisciplinary Research Journal, 2025)

  In today’s business world, marketing processes are based on the interaction between a business and the consumers. Advertising has been considered as a popular management tool for dealing with the highly rapid technological ...
• Exploring the Role of WhatsApp Marketing in Enhancing Business Growth of Homemade Cake Entrepreneurs in Jaffna of Sri Lanka 

  Jegashini, K. (Faculty of Management Studies, Rajarata University of Sri Lanka, 2025)

  This study investigates how homemade cake businesses use WhatsApp as a digital marketing tool to promote their products, engage customers, and manage orders in Jaffna. This study contributes by shifting the focus from ...
• Service Quality and Its Effect on Customer Loyalty of Banking Industry in Jaffna District Sri Lanka: A Comparative Study Between State Banks and Private Banks 

  Dushyenthan, T. (Advances in Social Sciences and Management, 2024)

  Purpose: To examine how service quality effect on customer loyalty of banking industry in Jaffna district Sri Lanka.Design/methodology/approach: A questionnaire derived from previous studies and the ...
• Impact of Marketing Strategies on Business Growth of Small and Medium Enterprises in Sri Lanka 

  Dushyenthan, T. (Advances in Social Sciences and Management, 2024)

  This study was conducted to find the impact of marketing strategies on growth of small and medium enterprises: special reference to Northern Province. Marketing strategies study was motivated by the fact that SMEs find ...
• Integrated marketing communication and its effect on customer perception towards banking services in Jaffna district Sri Lanka 

  Dushyenthan, T. (ACADEMICIA: An International Multidisciplinary Research Journal, 2025)

  Now a day’s business environment has been drastically changed as a complex and crucial one. In today’s business world, marketing processes are based on the interaction between a business and the customers. Communication ...
• Employing Marketing Graduates in MSMEs forAchieving Sustainable Development Goals: ADual Perspectives from MSMEs and Marketing Graduates in North Sri Lanka 

  Shivany, S.; Jegashini, K.; Dilogini, S. (South Eastern University of Sri Lanka, 2025)

  This paper examines the integration of marketing graduates in MSMEs in Sri Lanka, focusing on their contribution to the achievement of SDGs. The study uses a qualitative methodology, collecting data from 30 MSMEs owners ...
• Identify the Marketing Potentials of Hot Air Balloon Riding as a Destination Promotion Strategy 

  Weerasinghe, K.P.W.D.R. (Sri Lanka Institute of Marketing, 2025-02-06)

  Traveling by hot air balloon will undoubtedly create an unforgettable experience for a lifetime. Hot air ballooning offers an exceptional perspective of the stunning landscapes, heritage sites, lakes, rivers, cultural ...
• AI Usage by Students in Business Information Systems Courses: An Early Survey 

  Ganesan, N.; Sangarathas, D.; Jegashini, K. (TASME, 2025)

  California State University is the largest state university system in the United States. Recently, it announced a landmark initiative to become the nation's first and largest AI-empowered university system. The first of ...
• The Role of Generative Artificial Intelligence in Shaping Critical Thinking Skills Among Undergraduates 

  Jegashini, K.; Shivany, S. (TASME, 2025)

  This study aims to explore the influence of generative artificial intelligence (AI) tool, namely ChatGPT, on the development of undergraduate students' critical thinking skills. Although existing literature has a tendency ...
• Exploring First-Year Management Undergraduate Perceptions and Learning Outcomes of the Flipped Classroom Approach in E-Learning: A Case Study at OUSL, Jaffna Regional Centre 

  Kunasingam, J. (TASME, 2025)

  This study addresses a critical gap in research on the flipped classroom model in e-learning, focusing on first-year Management students at the Open University of Sri Lanka in the Jaffna Region. While much existing literature ...
• Factors influencing word of mouth in the restaurant industry in Anuradhapura town area, Sri Lanka 

  Samarasinghe, S.D.L.; Jude Leon, S.A. (Southeastern University of Sri Lanka, 2023-04-01)

  Tourism and Hospitality industry ranks as one of the major industries contributed to Sri Lankan GDP. Among the diversified scope of this industry, Restaurants play a significant role in its sustainable development. ...
• Country of origin and consumer purchase intention towards cosmetics in Sri Lanka: with special reference to Negombo town area people 

  Sachinila, W.A.I.; Jude Leon, S.A. (The Open University of Sri Lanka, 2022-04-01)

  Cosmetic industry brings the hidden needs of the people as basic necessities. This study is helpful for cosmetic companies and consumers to make effective decisions about their production and consumption activities, since ...
• Factors Influencing Consumer Buying Decision towards Herbal Products in Monaragala District, Sri Lanka 

  Suriyage, R.D.S.D.; Jude Leon, S.A. (University of Kelaniya, 2023-04-28)

  Appeal towards herbal products is increasing these days, because consumers become conscious about natural ingredients and harmless offers. This study aims to identify the influencing factors on consumer buying decision ...

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